People are burned by the emotional impact of a long-term public health crisis. The same people are traversing an entirely new landscape of increasing insecurity and an over-focus on personal health, community transmission, and vaccination.
Part of the antidote is data-driven communications from the pharmaceutical industry. So far, navigating all the necessary messages has been (and will be) dangerous. Pharmaceutical companies face many critical problems.
When should they respond to public protests?
What calms consumer fears? What will be strengthened?
What invention announcements should be made?
What contributions to donations or health organizations would be well received by the community?
Clear PR processes of the past are no longer sufficient. And while decisions are being discussed, there is a risk of punishment for silence and misinformation filling the gaps.
Leading companies will use data to guide their strategy. Competitive analysis can be very helpful in assessing whether your brand should be active in the conversation. Look at past events that are similar to the current situation. How did the news get there? Being proactive in this type of analysis can help you plan by knowing the potential risks and benefits of talking.
Timing and tone of voice are also important considerations. But don't forget to check the mood of the conversation you see. Even when you have a positive initiative to share, the wrong tone of voice can trigger a reaction.
Pharmacy leaders are no strangers to crisis management. The only way to solve a crisis is through information. When it comes to fans, your customers will want the details and the story can easily slip out of your control.
